Wix.Com Ltd
NASDAQ:WIX
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Wix.Com Ltd
NASDAQ:WIX
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Wix.Com Ltd
In the bustling world of website creation, Wix.Com Ltd. has carved a unique niche for itself by democratizing web development and offering intuitive solutions for individuals and businesses. Founded in 2006, the Israeli company emerged as a trailblazer in the no-code movement, empowering users without technical expertise to build professional-looking websites through its platform. At its core, Wix operates a cloud-based service that provides a multitude of easy-to-use design templates and a drag-and-drop interface, enabling users to design their digital presence with remarkable ease and flexibility. Through this model, Wix appeals to a broad audience—from entrepreneurs and small businesses to creatives and freelancers—looking to establish or enhance their online visibility. The platform's versatility is a cornerstone, offering tools for websites across various sectors such as e-commerce, hospitality, and professional services.
Wix generates revenue primarily through its subscription-based model, offering a range of pricing tiers that cater to different user needs—from basic functionality to advanced business solutions. This subscription service includes options like domain hosting and enhanced storage, targeting users who require more robust, scalable capabilities for their online operations. Additionally, Wix has expanded its monetization avenues by offering business solutions like Wix Stores, Wix Hotels, and Wix Bookings, which provide specialized features for e-commerce, hospitality management, and appointment scheduling respectively. The company also capitalizes on app monetization through the Wix App Market, where third-party developers can create and sell applications tailored to enhance users' sites. The combination of a vast ecosystem of products and a scalable subscription model enables Wix to maintain a steady and diversified revenue stream as it continues to expand globally.
In the bustling world of website creation, Wix.Com Ltd. has carved a unique niche for itself by democratizing web development and offering intuitive solutions for individuals and businesses. Founded in 2006, the Israeli company emerged as a trailblazer in the no-code movement, empowering users without technical expertise to build professional-looking websites through its platform. At its core, Wix operates a cloud-based service that provides a multitude of easy-to-use design templates and a drag-and-drop interface, enabling users to design their digital presence with remarkable ease and flexibility. Through this model, Wix appeals to a broad audience—from entrepreneurs and small businesses to creatives and freelancers—looking to establish or enhance their online visibility. The platform's versatility is a cornerstone, offering tools for websites across various sectors such as e-commerce, hospitality, and professional services.
Wix generates revenue primarily through its subscription-based model, offering a range of pricing tiers that cater to different user needs—from basic functionality to advanced business solutions. This subscription service includes options like domain hosting and enhanced storage, targeting users who require more robust, scalable capabilities for their online operations. Additionally, Wix has expanded its monetization avenues by offering business solutions like Wix Stores, Wix Hotels, and Wix Bookings, which provide specialized features for e-commerce, hospitality management, and appointment scheduling respectively. The company also capitalizes on app monetization through the Wix App Market, where third-party developers can create and sell applications tailored to enhance users' sites. The combination of a vast ecosystem of products and a scalable subscription model enables Wix to maintain a steady and diversified revenue stream as it continues to expand globally.
Growth: Q4 bookings were $535 million (up 15% YoY) and revenue was $524 million (up 14% YoY); full-year 2025 revenue was $1.993 billion (up 13%).
Base44 Momentum: Base44 scaled from ~$59 million ARR at acquisition time to approximately $100 million ARR within a year and is a major driver of near-term investment and TAM expansion.
Product — Harmony: Wix Harmony launched in English in January and is already showing better conversion, faster monetization and higher ARPU in early cohorts; management plans to make it the default experience over time.
Profitability vs. Growth: Q4 non-GAAP gross margin was 68% and operating income was 15% of revenue; Base44 and AI inference costs are pressuring near-term margins but are expected to improve through optimization.
Cash Flow & Guidance: Q4 free cash flow was $156 million (30% of revenue); full-year free cash flow was $605 million (30% of revenue). For 2026 Wix expects consolidated bookings and revenue growth in the mid-teens and free cash flow margin in the low-to-mid 20% range.
Retention & Cohorts: Net revenue retention was 105% for 2025 and the projected 10-year value of existing cohorts grew 14% YoY to over $20 billion.
Capital Move: Company plans to complete the majority of a $2 billion repurchase program in 2026; Durable Capital led a $250 million private equity placement (shares + warrants) as an endorsement of the strategy.
Market Headwind: GPV (gross payment volume) faced SMB macro pressure; GPV grew 11% YoY to $3.7 billion in Q4 and $14.3 billion for the full year, while transaction revenue grew 18% in Q4 and 19% for the year.
